THE DEVELOPMENT OF VAT PHOU PACKAGE RELATED TO
CULTURALTOURISM (CASE STUDY), LAOS
Saovanee Pomekeattikune, Silpakorn University International College & Université de
Perpignan Via Domitia
ABSTRACT
Nowadays, tourism has become a significant global industry. Many countries try to develop their
infrastructure (IE: transportation, sanitation, security) and make it desirable for tourists. As we
know, security is very important to travelers in this current climate of social tensions that exist at
some destinations. Recent conceptual work on tourism destination competitiveness has proposed
a comprehensive approach that adds industry-level competitiveness attributes to more
conventional tourism destination attributes. This study builds on these ideas by generating sets of
both attributes, developing a methodology for assessing their relative importance and examining
the degree to which their relative importance varies across locations. Survey data was gathered
from tourism industry practitioners in competing destinations in Asia Pacific and were subjected
to statistical testing. The results provide strong empirical support for the inclusion of both
industry-level and destination attributes in studies of tourism competitiveness. The results also
question approaches to competitiveness that assume that the relative importance of attributes is
common across locations. The importance of competitiveness attributes may vary across
locations, depending on product mix and target market segments. This applies especially in
complex, multifaceted industries such as tourism.
The purpose is to discover the important factors for the traveler when they decide on a
destination for their holidays. It also examines other aspects regarding holiday travel and the
evaluation of destinations by statistical research from recent tourists. These studies will
determine the most significant attributes for selecting destinations of tourism competitiveness. It
is very important knowing how to manage and improve the tourist business to be suitable for all
tourists whom expected to visit from all over the world. With this information, it would enhance
the development of creating a holiday package for the future consumers. The research has used a
quantitative methodology approach which is statistically tested.
The examination of this research is based on the tourists at VAT PHOU which is located in Laos.
There were two groups of respondents to my research whom I randomly conducted the research
and summarized information from the international senior tourists and travel agency. The
structured questionnaire survey was done by 30 international tourists and 10 travel agencies. The
important factors were then given to the experienced tour guides at VAT PHOU to rank the
selected attractions to visit at VAT PHOU and nearby places. Results of these studies will help
the company to be able develop VAT PHOU packages that can be very competitive and
responsive to all consumers.
The Host Company
Mekong Cruises
Mekong Cruises spirit for travel and adventure has been capturing the hearts and imagination of
passionate travelers since the 1990’s, by providing comfortable and breathtaking journeys along
the Mekong River. In Laos, Mekong Cruises has slowly but steadily built a collection of travel
gems into some of the most stunning destinations in this region. These include a journey
northwards aboard the Luang
Say Cruise boat, exploring the unique scenes of life along the Mekong up to the hidden oasis and
pristine beauty of Luang Say Lodge. Alternatively the Vat Phou Cruise unveils the exotic and
mystical nature of the Mekong River in Southern Laos. Ultimately, Mekong Cruises is all about
combining nature and culture, recreating stories of the past and ensuring that travelers will return
home, rejuvenated, enthralled and with some tales of their own.
Mekong Cruises present three products to serve the valued customer.
•
The Luang Say Lodge and Cruises is a journey through remote mountainous stretches of
the Mekong River between the northern of Thai border at Houei Sai and Luang Prabang,
aboard a purpose-built 34 meter luxury river barge. Long scenic stretches of breezy, sun
soaked river cruising are punctuated by visits to riverside hill tribal villages and the
magical Tham Thing Caves of a Thousand Buddha’s. In between the two or three days on
the river, the Luang Say Lodge at Pakbeng offers a charming and serene riverside stay: a
perfect romantic interlude in this unspoiled wilderness setting.
•
The Luang Say Residence is based on the track of the Mekong’s pioneers, the historical
context, the discovery of Laos, and the life of the French explorers are grounded to
retrace the tone of the early 1900’s during the colonialist era. The Luang Say Residence
in Luang Prabang reflects the work of these influential figures by creating an atmosphere
of this bygone era, portraying the colonialists’ way of life and their adventurous, lavish
lifestyles. The Luang Say Residence aims to obtain the feeling of the atmosphere of
during this period, respecting architectural references as well as the way of life of the
French colonists who settled in Indochina. The property re-creates a vast and comfortable
colonialist environment, consisting of a Residence and 5 pavilions in a landscaped park
with lush vegetation. Each pavilion stays personalized according to the French explorers’
concept.
•
The Vat Phou Cruises, The Vat Phou boat has 12 elegant twin shared cabins. Each has a
view over the southern Mekong River in Laos. Every cabin is fully air-conditioned and
also has a fan for optimum temperature control. The cabins are fitted with dressing tables
and a wardrobe closet so you can unpack easily and relax. The private bathroom have a
hot shower and a western style toilet for your convenience. A boutique riverborne hotel is
the setting for this journey through the timeless landscapes of Southern Laos. Here, the
river is accentuated by the stunning “4,000 Islands”, and further down, Southeast Asia’s
largest waterfalls at Pha Pheng.
SWOT Analysis of Host Company
Strengths
- Comfortable accommodations in a relaxed hotel cruise along the Mekong river with
romantic settings and a high standard of service. This is suitable for relaxation and a slow
life style as opposed to an intense and turbulent busy life that is day to day chaotic city
living.
- Responsible/Ecotourism image and value: contribution to society, environmentally
friendly, local community integration, community social responsibility. The company
contributed to the poor village and assisted local people in building the school and also
donates to area poor people.
- Unique product offering: One of a kind in the competitive market because The Vat Phou
cruise was made from a local cargo boat altered as an accommodation. This floating
hotels outside appearance and look of the cruise has a true Laosion flavor.
Weaknesses
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-
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Too long of a distance before boarding the boat, it took 2.5 hours to board the long tail
boat. This could be problematic to older passengers. For the most part this is the less
convenient and least comfortable aspect of the tour.
Cramped staff living conditions: which is limited space of cabin: there are not enough
areas for the staff on board to sleep at night time. Male and female staff have to stay
overnight in the same room, this situation causes a significant inconvenience of living on
board.
Overlaps of time causing dissatisfaction from customers: when new customers arrive,
previous staying customers have to be ready for packing and making the room vacant in
order to let housekeeping prepare the room for new customer check in. This problem is
not unique to this property.
Uncomfortable atmosphere in the night, there are too many insects in the winter season.
Lack of fluent English guides: The education of local people is developing. However
there are not enough educated local people in the tourism industry in Laos, and therefore
there is a shortage of proficient English speaking guides and staff members.
Lack of human resource in organization: because the current problem is frequency of
resignation and when new employees are hired they take time to be trained.
Opportunities
- Expanding market segment: using a low cost strategy for the budget traveler or specific
group of interest. To expand to new market groups of different nationalities, customized
programs might to apply to a specific strategy to suit groups when practical.
- Increasing population of seniors from baby boomer era: these seniors can become our
valued customers. The trend of senior travelers is growing because they have leisure time
after retirement, tend to spend freely and a desire to gain knowledge and experiences
(Andrew Mungall et al2010). In terms of travel modes and travel party size, package
tourists tend to be older or retried groups opposed to other groups (Joanne Jung-Eun Yoo
et al, 2008).
Threats
- Flood season: that causes damage to river banks, cruise boats and also creates fear of staff
and customers during the months of October and November. This may lead to
unimpressed customers and fewer return chances in the future.
- Dry season: it is difficult to navigate the low water level of the Mekong cruise on the
river. Therefore in this low season from November to April, properties cannot generate
adequate revenue causing loss of capital.
- Land transportation: growing infrastructure development projects may offer a convenient
option for travelers in this area. One example is travel by van which is faster and more
convenient than by boat travel, however lacks the river travel experience.
Problem Statement
From initial analysis historical data shows decreases in sales and downgrading in revenue. This
issue has had a tremendous impact on the company’s revenue in recent years. The package of
Vat Phou has not been modified for segments targeting consumers for years. There are several
factors that would have an impact on targets. The package of Vat Phou in the present day has
decreased in revenue. To solve this situation, redesigning a package tour program would develop
to increase sales. Besides looking at incremental sales revenue that may have been generated by
marketing strategy such as gauging consumer changes in brand awareness or their attitudes
toward corporate brands, can yield significant indicators of corporate long-term success.
Consumer changes in purchasing patterns are also strong indicators to brand identity and
packaging design, which are components of this marketing mix. There are some intangible
factors that fluctuate in the marketplace which clearly impact the valuation of a company’s brand
as well as marketing ROI (return on investment). These factors include perception of overall
value of the company and its marketing efforts. There has to be an alignment between corporate
goals and marketing goals which lies between the marketing department and corporate
management with all personnel within the marketing department providing critical input.
Thoughtful blending of marketing ideas and corporate parameters will get everybody “on the
same page” and offer Vat Phou the opportunity to offer innovative packages that will entice
target consumers and as a result the byproduct of increased sales will increase revenue that is
profitable.
Therefore statement of problem is “How to increase revenue of Vat Phou program package from
3 days 2 nights to 2 days 1 night aiming to suit customer‘s need.”
Research Question
To investigate factors on selecting tourist destinations while lead to future itinerary
improvements for Vat Phou program. Every company is in the tourism business which involve
with customer satisfaction must represent an extension of the brand assets of that company. If the
brand identity and package design is in line with the marketing initiatives, the end result is
packaging that contributes to marketing ROI in a substantial way. Brand value allows for pricing
consideration and up-sales. In fact, bottom-line pressure is growing on marketing departments to
create more profitable customer relationships by mining their brand values with existing
customers. Marketing departments are charged with the responsibility to retain existing
customers, while gaining new ones. But again that question arises: how should all of these
intangibles—brand awareness, brand trust, and consumer brand relationships be quantified?
From the interview of the head of marketing and sales, demographics of most of our customers is
senior tourism from all over the world. The average age of the customers is above 50. Therefore,
this research’s target group will be senior traveler that has 50 years of age and above. This
research will find out the important factors of senior traveler in selecting a travel destination.
Therefore, appropriate packaging will be revised for the company to launch exciting new
offerings that will interest the target group
Literature Review
Tourism is a big growing industry. It is one of the world's largest industries and in many regions
the single largest source of investment and employment. (Mary A. Littrell 2004) Tourism
provides products and services for people participating in activities in places other than their
residence. According to Leiper (1979), the tourism industry consists of all those firms,
organizations and facilities that are intended to serve the specific needs and wants of tourism. A
more precise way of describing tourism is representing the sum of those industrial and
commercial activities producing the goods and services wholly or mainly consumed by foreign
visitors or by domestic tourist’(Ritchie and Goeldner,1994) However, tourism has unique
characteristics that differentiate it from other industries. Unlike other industries, which have their
own distinct products or services and often involve several suppliers. For example, a vacation
package may include services provided by travel agents, airlines, restaurant, hotel and other
related services.
Tourism has become a popular global leisure activity. In 2008, there were over 922 million
international tourist arrivals, with a growth of 1.9% as compared to 2007. International tourism
receipts grew to US$944 billion (euro 642 billion) in 2008, corresponding to an increase in real
terms of 1.8%. As a result of the late2000s recession, international travel demand suffered a
strong slowdown beginning in June 2008, with growth in international tourism arrivals
worldwide falling to 2% during the boreal summer months. This negative trend intensified
during 2009, exacerbated in some countries due to the outbreak of the H1N1influenza virus,
resulting in a worldwide decline of 4% in 2009 to 880 million international tourists arrivals, and
an estimated 6% decline in international tourism receipts.
Tourism is vital for many countries, such as Egypt, Greece, Lebanon, Spain, Malaysia and
Thailand, and many island nations, such as The Bahamas, Fiji, Maldives, Philippines and the
Seychelles, due to the large intake of money for businesses with their goods and services and the
opportunity for employment in the service industries associated with tourism. These service
industries include transportation services, such as airlines, cruise ships and taxicabs, hospitality
services, such as accommodations, including hotels and resorts, and entertainment venues, such
as amusement parks, casinos, shopping malls, music venues and theatres
(http://en.wikipedia.org/wiki/Tourism)
Types of Tourism
Health Tourism – Even though health tourism existed long before, it gained importance during
the eighteenth century. This tourism is associated with spas, places with health-giving mineral
waters treating diseases from gout to liver disorders and bronchitis. As a number of doctors have
highlighted the benefits of bathing in sea water, even this has become a part of health tourism.
Winter Tourism – Winter sports contribute to winter tourism. Many water sports holiday
packages are available at places in many countries apart from Ski and Snow festival tours
organized annually. Skiing is extremely popular in the mountainous areas. Ski festivals have
variety of events like ski and sled competitions, ski and snow board lessons, performances and
recreational activities. The majority of the event participants are from countries with a warm
climate.
Mass Tourism - Mass travel is possible with improvements in technology allowing the transport
of large numbers of people in a short period of time to places of leisure interest. Through this,
greater numbers of people enjoy the benefits of leisure time. The increase in the speed of
railways, better sea travel options, and the increase in the number of improved air travel services,
mass travel has grown and developed internationally.
Niche Tourism - Physical activity or sports-oriented niche tourism includes adventure tourism
such as mountaineering and hiking (tramping), backpacker tourism, sport travel for golf and
scuba diving, attending a sports event and extreme tourism for people interested in risky
activities abound. There are many types of niche tourism. Some of them are given below.
(http://info.newkerala.com/top-travel-destinations-of-the-world/main-types-oftourism.html)
Cultural tourism- Cultural tourism has been defined as 'the movement of persons to cultural
attractions away from their normal place of residence, with the intention to gather new
information and experiences to satisfy their cultural needs.
Cultural tourism is the one type of tourism concerned with a country or region's culture,
specifically the lifestyle of the people in specific geographical areas, the history of peoples, art,
architecture, religion, and other components that helped form the way of people’s lives. Cultural
tourism includes tourism in urban areas, particularly historic or large cities and also cultural
property such as museums and theaters. It can also include tourism in rural areas showcasing the
traditions of indigenous cultural communities such as festivals and rituals, displaying unique
values and lifestyles of the area.. According to (Mary A.Littrell et al, 2004) Cultural tourism
consists of involving cultural or ethnic festivals, visiting galleries or museums and attending
theater or concerts. Also related activities focused on eating food characteristic to the region and
exploring archeological ruins add to the allure. It is generally agreed that cultural tourists spend
substantially more than standard tourists do. This form of tourism is also becoming generally
more popular throughout the world, and a recent OECD report has highlighted the role that
cultural tourism can play in regional development in different world regions.
(http://en.wikipedia.org/wiki/Cultural_tourism)
Review on Cultural tourism
As the VAT PHOU program is being considered as a cultural tourism package, this research will
review this type of tourism in greater detail. The travelers who prefer to travel through cultural
tourism are more likely to be interested in different cultures. These people show agility to gain
individual learning and experiences. They enjoy trading their culture to explore various cultures,
such as some people like to try international food all over the world or some people prefer to go
to a museum on holiday to acknowledge the host country and lifestyle of the local people.
Because museums often tell the story of each country, tourists (who participate in this type of
tourism normally have no experience with the host culture) are looking for the uniqueness and
authenticity in culture tourism. Domestic tourists focus on unique places that reflect the identity
of the area. Foreign and domestic tourists both perceived host culture as an attractive and unique
destination. They tend to become dependent on the destination and tend to borrow host culture to
define their individuality (Jing-Shoung Hou. ChungHsien Lin and Duarte
B.Morais, 2005).
Tourism is the world’s largest industry and generates the largest income in Asia Pacific. This is
because the growth in tourism is intrinsically linked to a parallel growth in museums and cultural
attractions of all kinds. As people travel more they don’t travel aimlessly. Mostly they travel to
understand a particular place in a meaningful way thorough the power of cultural tourism to
satisfy their travel desire. Specific trends, such as the increasing influence of the Internet and the
impact of blockbuster and special events, present new opportunities to communicate and reach
potential cultural tourists. Others, such as the growth of younger and more diverse cultural
tourists and the increasing popularity have an impact on the types of packaging and partnering
initiatives that can be presented to cultural tourists in order to strategically capture the market. I
will also suggest that while significant opportunities for cultural tourism emerge from identified
trends and patterns, opportunities must be considered in expectations, experiences and
sustainable in environment.
According to a literature review summary, there are lists of important factors that affect the
selection of travel destinations, which are:
•
Quality of products and services: it is the main goal of a provider to satisfy requirements,
needs and expectations of customers to retain higher customer satisfaction. Both products
and services can be separated from each other. The products can be classified in terms of
tangible goods such as transportation, food and flight tickets. Whereas the services that
can be classified in terms of intangibles meaning they cannot be touched. Service is
action to assistance at the time of need. Tourism services are consumed by the customer
at the time of production. Hence, at time of providing the service the company has to be
certain of the quality of employees through providing training to gain the quality
assurance at the time of delivery (Evan et al, 2008).
The quality of products and services mainly influenced customer loyalty through the
customer’s satisfaction (Lien-Ti Bei,Yu Ching Chiao 2001). Quality of service emerged
as an important factors affecting the tour intention of Bangladeshi tourist. The service
quality issue was significant because it dealt with the tourists perception of the pleasure
experienced ( Feroz Ahmed,Md Shas Azam, Tarun Kanti Bose 2010). The quality of
tourist offers at the destination level affects tourist satisfaction (Tanja Dmitrovic,Ljubica
Knezevic Cvelbar,Tomaz Kolar,Maja Makovec Brencic irena Ograjensek and Vesna
Zabkar 2008).
•
Internet: The Internet, sometimes called simply "the Net," is a worldwide system of
computer networks - a network of networks in which users at any one computer can, if
they have permission, get information from any other computer (and sometimes talk
directly to users at other computers). According to a survey conducted by Commerce Net
and Nielsen Media Research in early 1997, nearly one out of every four Americans over
the age of 16 is an Internet user. And the number of users worldwide is believed to be
well into the tens of millions. Other statistics are equally startling. Also according to
IBM, 146 countries currently have at least some level of Internet access. The technology
research firm IDG estimates that by century's end, one billion people worldwide will
have access to personal computers—more than doubling the computer-savvy population
of 1996. Internet is the useful source of information; it is easy to accessible and
worldwide, nowadays internet is popular source for tourist. Senior generation also use the
internet as a source of tourism information (Andrew Mungall,Roland Schegg and
Francois Courvoisier2010 ). The Internet allows tourists to have a good relationship
related to their experience through their holidays (Castaneda, J.Alberto, Frias, Dolores M,
Rodriguez, Miguel A 2007). Using the internet as a source of information influences
purchasing behavior of tourists(Liping A.call,Ruomei Feng, Deboach Breiter 2003 )
.People at the high level of buying decisions are more likely to use the internet as a
purchasing tool (Liping A.Cai,Ruomei Feng and Deborah Breiter2003).
•
Promotion: Promotion is one of the four elements of marketing mix (product, price,
promotion, and place). It is the communication link between sellers and buyers for the
purpose of influencing, informing, or persuading a potential buyer's purchasing decision.
There are different ways to promote a product in different areas of media. Promoters use
internet advertisement, special events, endorsements, and newspapers to advertise their
product. Many times with the purchase of a product there is an incentive like discounts,
free items, or a contest. This is to increase the sales of a given product.
(http://en.wikipedia.org/wiki/) In term of tourism destination, promotion is very
important to attract tourists to travel to make them feel value of money towards tourism’s
products. Individual promotion or tour packaging is required by senior travelers (Andrew
Mungall,Roland Schegg and Francois Courvoisier2010).
•
Safety: Safety is a primary concern of travelers of all types. Safety becomes particularly
important when traveling abroad and to developing countries. It is important thing that
must provide a standard quality of safety and security in tourism. More than any other
economic activity, the success or failure of a tourism destination depends on being able to
provide a safe and secure environment for visitors. Safety is the important factor for
tourists in selecting the destination to travel. Security emerged as the strongest factor in
terms of degree and magnitude affecting the tour intention of Bangladeshi tourists. The
security issue is significant as people go for tours for pleasure and amusement. The
amusement or entertainment is not possible if the place is not secured. (Feroz Ahmed,Md
Shas Azam, Tarun Kanti Bose 2010).
•
Attraction & Culture: It is considered as an important basic element of tourism.
Attraction means anything that creates a desire in any person to travel in a specific tourist
destination or attraction. Location is another basic element of tourism. The location may
be used to include the holiday destination and what it offers to the tourist. The holiday
destination may offer nature destination such as mountain, sea, river, waterfalls, lakes and
etc. It is considered as an important basic element of tourism. Fashion (trend) is an
important factor in the demand for various tourist attractions and amenities. The tourist
who visits a particular place for its natural beauty may decide to visit some other
attractions due to a change in fashion (trend). Tourists perception of the natural beauty of
the tour destination is positively related to their visit or revisit intentions (Feroz Ahmed,
Md Shas Azam, Tarun Kanti Bose 2010). Attraction and culture are found to be
significant attributes affecting tourist ‘satisfaction (Tak-Kee Hui, David Wan and HsuanYi Cheng2010).
•
Prices: price is the primary factor affecting the tourism industry, for the international
travel may be negatively affected by high rates of inflation and poor exchange rates. A
significant portion of international travel in Italy has been affected by the exchange rate
in euro currency (Antonello Biagioli, Giuseppe Ortolani, Andrea Alivernini1994-2004).
Price is also one factor that influences the selection of destinations to travel but not at the
initial stage (Steven,Blair F 1992). At the initial stage, the more important factors than
price are quality of accommodation and different culture in gaining experience. Price can
affect revisits of a customer’s satisfaction and also is one issue that affects the perception
of Asian tourists in Singapore tourism (Tak-Kee Hui, David Wan and Hsuan-Yi Cheng
2010).
•
People and Convenience: accompanies several aspects related to convenience of
shopping and transportation, the efficiency and helpfulness of people. People and
convenience are found to be significant attributes affecting tourist’s satisfaction (Tak-Kee
Hui, David Wan and Hsuan-Yi Cheng 2010). In Hong Kong, staff attitude and
convenience were the factors that affected travelers to select travel agencies including
tour packages (Vincent C. S. Heung et al,1997). From literature review, the impact of this
factor is inconclusive. This is because findings from research showed that this factor
could have both significant and non-significant impact on selection of a destination. For
example, according to( Feroz Ahmed et al 2010), they disagree that convenience of
shopping facility is negatively correlated with intention of tourists in Bangladesh.
•
Image: Image is the perception and attitude toward specific a destination. Destination
image influences quality perceptions at the tourist destination (Tanja Dmitrovic et al,
2008). Image basically serves as a pull factor to influence tourist behavior to select travel
destinations (Girish prayag 2010). According to Fung Mei Sarah Li (2008), she pointed
out that to a certain extent, tourism as the industry of difference, was a fundamentally
involved in image creation in order to differentiate one destination from another.
•
Value: The perceived value offered at the destination level affects tourist satisfaction.
Customers set their expectations for the value that they hope to derive from the purchase.
The promises that the company is willing to offer and deliver in a manner that adds value
which creates a strong correlation to exist between satisfaction and customer’s retention.
It is more commonly used as an adjective denoting a particular method of pricing utility
services. Value-of-service pricing is a method of setting utility prices based on the actual
value of the service to the customer without regard to the actual cost of providing the
service. Value-of-service pricing can result in prices higher or lower than the actual cost
of providing the service. (Tanja Dmitrovic, Ljubica Knezevic Cvelbar, Tomaz Kolar,
Maja Makovec Brencic irena Ograjensek and Vesna Zabkar 2008).
•
Different Culture: different culture is a more important aspect in initial stages to select a
destination. Lifestyle refers to shared values, interests, opinions, attitudes and behavior .It
also reflects individual preferences for products and services, destinations and travel
related to individual lifestyle. Travel-related lifestyles vary across cultures. (Steven ,Blair
F 1992). To learn something new through holidays is required in senior travelers
(Andrew Mungall, Roland Schegg and Francois Courvoisier2010).
•
Convenient Loading: The future senior traveler is a wealthy and demanding customer
with a rich travel experience who is looking for comfort, security, and personalized
experiences according to (Andrew Mungall,Roland Schegg and Francois
Courvoisier2010). Superior accommodations allow the senior traveler to feel comfortable
while traveling. Shopping is also the one activities in tourism products so convenient
loading is one attribute to affect tourists for high purchases (Feroz Ahmed,Md Shas
Azam, Tarun Kanti Bose 2010).
•
Known Destination: To know destinations by relatives, friends, word of mouth or other
information from any source can affect decision making to travel (Andrew
Mungall,Roland Schegg and Francois Courvoisier2010). To know a destination is a
positive attribute of correlation for higher purchases of tourism products (Feroz Ahmed
Md Shas Azam, Tarun Kanti Bose 2010). The best attraction places are where it’s
interesting to most tourists, typically for its inherent or exhibited cultural value, historical
significance, natural or built beauty, or amusement opportunities.
•
Efficient Transportation: reaching the destination for tourist perception is one of the
positive aspects to revisit the same destination again (Feroz Ahmed,Md Shas Azam,
Tarun Kanti Bose 2010). It is also a critical management consideration in shaping
tourism's environmental footprint. Transportation consumes the greatest portion of the
energy used in the tourism system. Most of this consumption is associated with travel to
and from the destination and the delivery of tourism related products to support tourism
operations.
Data Analysis Conclusion
A study on factors in selecting travel destinations is the very first step to identify the needs and
concerns of our target market to strengthen the service quality of products. It is necessary to
understand tourist preferences to design a tour package. This study has assessed the image of the
important factors using a quantitative methodology to interview tourists and travel agencies. The
result from the survey of 10 travel agencies and from 30 respondents show that the important
factors affecting the selection of destination, ranking first is “Quality of products and
services”(with mean of 1.7 and 1.1 respectively), followed by “safety”(with the mean of 1.8 and
1.1 respectively), “prices”(with the mean of 4.2 and 1.2 respectively), “promotion”(4.4 and 1.93
respectively )and “attraction and culture”(4.6 and 1.50 respectively)
In conclusion from the overall survey, the top three ranks are identical; quality of products and
services, safety as well as prices. They are all found to be significant attributes affecting tourists
selecting travel destinations. Hence to develop a tour package, these specific attributes should be
taken into consideration.
Ranking the destinations from VAT PHOU program by tour guide
Tour guides in companies were asked to rate which are the most attractive travel destinations for
travelers, followed by quality of products and services, safety, and prices to analyze the
important aspects that will be considered to develop tour program package.
To analyze this part of the survey is very important because it is necessary to understand tourist
satisfaction to design a tour package. Four tour guides were interviewed to rank the important
aspects. The result show that the important factors in terms of “Attractive destination quality of
products and services”,“safety”and “prices for destination”, ranking first is The Pha Pheng
Waterfallwith (the mean is 1.25 ,1.25 ,1.25 and 1.75 respectively), followed by “The Vat
Phou”(1.75., 1.75, 2.25 and 1.25 respectively). The museum (3.25, 3.5, 2,and 3 respectively),
Khong and four thousand island (3.75, 3.5, a and 3.25 respectively) and The Oum Muong ruins
Temple&French colony lost in the jungle(3.25, 3.5, 2.5,and 3.75 respectively).
Conclusion
From the previous program of 3 days 2 nights of the Vat Phou package, there are 5 roots
destinations: 1) The Vat Phou, 2) The Oum Muong Village, 3) Ban Deua Tia, 4) Don Khone
Four thousand Island and 5) The Pha Pheng waterfalls.
According to the results of the survey questionnaire analysis, Table 32 shows that The Pha Pheng
waterfalls is number 1 to suit customer needs, followed by The Vat Phou, Ban Deua Tia and The
Ouam Mong village. Therefore, two destinations will be omitted in forming the new tour
program. Those omitted destinations are the Oum Muong village and four thousand islands.
From table 32, it shows that the Oum Muong is number 4 in ranking and Khong four thousand
islands is number 5 by ranking. The reason to omit these destinations is because the Oum Muong
is ranked in number 4 which is considered as less desired for visiting within this package the
most attractive places to visit must be included only considering the length of time visiting. Oum
Muong is a Laotian village, but the program also offers another Laotian village as a destination.
Another destination that is not included in the new package is Khong four thousand islands
because it’s ranked the least desirable location so it will be eliminated. The reason for the
omission is because the Khong four thousand is not a convenient and safe place for them to visit.
From data analysis in terms of safety and price factors have shown that Oum
Muong and Khong four thousand islands are unsafe because tourists have to take small long tail
boat for sightseeing. In term of prices, no revenue is generated because there is no cost at this
travel place to pay. Therefore, this program may lead to unimpressed tourists in terms of value of
prices. The new tour program will use the safest transportation as the mode of transportation
instead of long tail boats. Tourists are more likely to be interested to use cars as the mode of
transportation. Moreover, cars are faster and more convenient than long tail boat. Therefore new
activities were adding to gain more interest and more value of tour package. According to table 8
the factors of attraction and culture were ranked as an important factors. Hence, the activities on
board, which are cooking classes and Laotian performances for tourists to participate will be
included. Travelers consider many factors when choosing a holiday destination. Travelers
consider for example, the climate/weather, the price of transportation or the quality of
accommodation which is offered by a particular destination. The purpose of this study is to
discover the importance of these factors for the travelers when they decide on a destination for
their holiday. It also examines other aspects regarding holiday travel and the evaluation of
destinations by recent tourists. With this information, Vat Phou Cruises touring and automobile
clubs can better assist in the process of choosing a holiday destination. In general, factors which
correspond to environmental, social or political aspects of a destination country receive a higher
mean importance than other categories of factors. Climate/weather, quality of accommodation,
the presence of areas of natural beauty and accessibility by a favorite means of travel are also
given high importance scores. Public transportation in the country of destination, the availability
of sports facilities and nightlife are consistently less important factors for respondents when they
choose a holiday destination. These respondents also give more importance to the accessibility of
a destination by a favorite means of travel quality and the safety in the country of destination.
The most important form of packaging is among cultural and noncultural products. Only through
this strategy can you maximize the high-end benefits of cultural tourism without incurring huge
marketing costs. Examples of this might be packaging based on the day of the week such as a
weekend package or packages based on the time of day whereby an afternoon of relaxing
activities is packaged with an evening musical performance, extending visitor stays by a few
hours or even a night. Today outstanding attraction places make excellent partners in these
packages because they can be the focal point of themed festivals and often provide theater and
auditorium facilities in communities and gift shops which can be outlets for local artists and
crafts persons. Vat Phou Packages offered toed tourism officials have identified a strong link
between market seasonality and the role of cultural tourism. Moreover, the major trend that will
have an increasing impact is the Internet and Technology consider as a highly important in
selecting tourism destinations as well as the warmth of experiences of the destination that is
being offered.
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BIOGRAPHICAL INFORMATION
SAOVANEE POMEKEATTIKUNE
389/174 Petchkasem 62/1 ,Bangkae
Bangkok, Thailand 10160
Phone: 089-791-5758
E-mail: Pueng_bebee@hotmail.com
Education
Master of Business Administration in Hotel and Tourism Management
Silpakorn University International College, Bangkok, Thailand
Perpignan University, Perpignan, France, July 2009 to Present
Bachelor of Arts Business Communication, Hospitality and Tourism
Stamford International University, Hua Hin Campus, Thailand
August 2004 to May 2007
Work Experience
Internship in Marketing and sales
Mekong Cruises, Bangkok Thailand
December 2010 to May2011
Internship in Front Office Department
Sabaijai Guest hous at Hua Hin, Thailand, March 2007 to May 2007